Results and Effectiveness

The results for the overall campaign were phenomenal.  Equity scores increased by 120 Index  Awareness grew by 129 Index  Purchase Intent increased by 120 Index  Highest ever Gillette India share :- 50.6 %  Razor sales grew by 220%  12.3 Million razors sold in 3 months  Highest ever digital impressions- 731 Million Free Media coverage worth 4.33 MM – Highest ever

Creative Execution

We started by launching a Nielsen survey, where Courage, Camaraderie, Integrity, Discipline and Grooming emerged as the hallmarks of an Ideal Man and Soldier emerged as the most respected profession. We honoured soldiers by covering a leading national newspapers front page in army uniform colours to commemorate the valiant citizens who fought the 26/11 Mumbai terror attacks. We bathed the Gateway of India in army colours and held a week-long activity in honour of the Everyday Soldier. This was picked up by a national news channel in the form of a televised debate with celebrities stepping up to voice their support. The campaign inspired the nation to share stories of Everyday Soldiers. We knighted 10 remarkable individuals with the Blade of Honour. We created a first by screening our Cinema TVC just after the National Anthem. Campaign was amplified across TV, Print, Outdoor, Airports, Radio, Malls, Social media and Internet.

Insights, Strategy and the Idea

Indian men still see shaving as a need based chore, a low involvement activity rather than an important part of daily grooming. The average Indian male sought functional benefits and value for money. Emotional connect with the Gillette brand was low. Gillette wanted to improving its equity scores and make Gillette a “brand for me”. The needed to motivate them to emulate a well groomed Role model or hero. We chose a different route from Bollywood celebrities or cricket stars, as their grooming was not always impeccable. Very few things bring together Indians as the respect for Soldiers, who lay down their lives protecting the nation and stand for an incorruptible strong force. Our strategy was to inspire young Indian men to awaken the spirit of the Everyday Soldier within themselves by imbibing the 5 values of an ideal man- Courage, Camaraderie, Discipline, Integrity and Grooming in their daily lives.